ApolloLIMS: Separating a lab information management system brand apart from the tired herd.

With foundation and launch of the new brand completed, ApolloLIMS transitioned into a demand generation program to effectively attract and engage buyers.

We began by establishing key performance indicators tracked through the duration of the program. Content marketing, with an emphasis on a regular cadence of authoritative content, ongoing SEO, paid media campaigns to drive hyper-relevant buyers to the ApolloLIMS site, lead nurturing, and performance analytics formed the primary components of the demand generation program.

To stretch the company’s marketing dollar as cost effectively as possible, but without sacrificing the need for a consistent blog post cadence to anchor the demand generation program, we edited and provided SEO optimization to a monthly client-supplied post. Corresponding social posts amplified each blog post, which were further boosted in paid campaigns. Quarterly client-provided rich content pieces, such as case studies, were also edited and optimized.

Lab management systems start their search for new products and solutions where most of us do: online. From a generic search, they may conduct a dozen searches before engaging with a brand’s website. Golden Spiral worked on a monthly basis to strategically improve Apollo’s discoverability through ongoing optimizations, keyword reports, regular reporting and a number of other SEO activities to generate top of funnel awareness, nurture leads through the funnel, and place ApolloLIMS in front of the right audiences.

To extend the reach of SEO efforts of the Apollo website’s discoverability, paid media was deployed on a monthly basis to help accelerate brand awareness and lead nurturing activity. LinkedIn and Google Ads campaign anchored the effort, as well as remarketing campaigns, direct efforts toward Apollo’s top 20 prospects, and expanded visual ad campaigns.

As the ApolloLIMS sales team continued their efforts with engaged prospects, Golden Spiral supported those efforts with a quarterly email campaign targeted exclusively to unengaged prospects. Each campaign promoted a single piece of content (usually a blog article), to begin engaging the market with the Apollo brand and value proposition.

With consistent content marketing activity established, lead nurturing, SEO and paid media efforts underway, it was time to track progress. Quarterly analytics reports were developed and presented. These included a comprehensive analytics dashboard and summary, and thorough tracking of Google Analytics, Organic Search, and Paid Media performance. Ongoing adjustments for maximum performance were made as a result of this regular schedule of charting progress.